Episode description

How does a brand like Doritos achieve consistent global growth? In this episode of Future Proof, we explore this with Mustafa Shamseldin, the Category Growth Officer and CMO for International Foods at PepsiCo. Mustafa shares how he fosters synergies across cross-functional teams to facilitate holistic brand growth, integrating functions from supply chain to innovation. He also discusses the strategic decisions behind Doritos’ impressive global penetration and its recent win at the Kantar Brand Blueprint Awards.

Mustafa delves into the science behind growth and how PepsiCo leverages data to inform its strategies. He highlights creative campaigns, including a unique solution for gamers that silences the iconic crunch. Mustafa also shares his vision for future-proofing PepsiCo’s brands through sustainable practices and continuous innovation. Tune in for valuable insights from one of the leading minds in marketing.

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